Ex-McDonald’s chef explains why dollar menu is unlikely to return

In the context of rising inflation and changes in consumer demand, McDonald's has launched the $5 Meal Deal to attract customers. This meal deal, which includes choices such as a McChicken or McDouble along with Chicken McNuggets, fries, and a soft drink, was initially intended as a temporary offering for four weeks after its summer introduction but has been extended to entice more customers. However, former corporate chef Mike Haracz, who left the company in 2019, expressed skepticism about this strategy's success, noting that it does not align with what many customers are currently seeking. Haracz emphasized that the fast-food chain prioritizes operational convenience over customer desires for lower-priced options. Additionally, amidst the efforts to boost sales through value meals, McDonald's has introduced a new 'McValue' option that allows customers to add an extra item to their purchases for a dollar. This move appears to be a response to customer feedback for economical choices, but Haracz suggests that price sensitivity among consumers means they are continually seeking better quality food at competitive prices. With prices rising across the industry, many loyal customers have voiced their discontent, asserting that they find better value elsewhere due to shrinking portion sizes and elevated prices presented as value deals. Despite strategizing with several meal bundle offerings, Haracz believes that these measures won't bring back previous patrons who are disillusioned by the perceived lack of actual value in current offerings. The fast-food industry is undergoing a period of significant transformation as it grapples with various economic pressures. McDonald's, in particular, seems to be navigating a challenging landscape where maintaining operational efficiency is critical, but at the same time, its customer base is looking for genuine value in its offerings. The taste for quick service meals coupled with ongoing inflationary challenges complicates the situation further. McDonald's is not unique in this scenario, as many fast-food chains are also adjusting their value propositions to balance cost pressures with consumer expectations. However, the concern remains that without adapting to what customers are genuinely asking for, they may risk losing their foothold in the competitive fast-food market.